Dove: Thought Before Action

Real beauty.

Published on

Editor's Pick

Dove encourages "True Beauty" with a digital activation that duped retouchers and photographers into downloading a "Beautify Action" that, instead of making their pictures glow, made them return to normal again. The stunt, by Ogilvy Toronto, added copy onto the photo that told Photoshoppers to embrace beauty the way it was. It's a tad overreaching -- some retouching is par for the course, and isn't always used to make subjects thinner -- but the idea is a good one.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Mar 05, 2013
Agency:
Ogilvy Toronto
Client:
Dove
Creative Director:
Matt Hassell
Creative Director:
Ian MacKellar
Art Director:
Stefan D'Aversa
Copywriter:
Noah Feferman
Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age